According to the Gartner, Apple registered its first double-digit drop , while Chinese manufacturers occupy three of the top five places in the ranking and add 17% of sales. Smartphones represented 78% of total mobile phone sales in the period, driven by demand for low-cost handsets and 4G devices in developing countries.
“In a declining market, with the big sellers experiencing a growing saturation, brand development stage are affecting the business models established from existing companies, “says Anshul Gupta, Gartner Research Director.
According to him, with this change in dynamics of the smartphone market, Chinese companies are emerging as the new global brands. Two of them were classified among the five largest sellers of smartphones in the first quarter of 2015 and represented 11% of the market. In the first quarter 2016, three Chinese companies are in the top 5 ( Huawei, Oppo and Xiaomi ) and add 17% of the market.
The Oppo got the best quarterly performance , reaching the fourth position with growth of 145% in unit sales. As Huawei and Xiaomi, the Oppo witnessed strong growth in China, conquering of the brands market as Lenovo, Samsung and Yulong.
Huawei received significant increase in demand for smartphones in Europe, the Americas and in Africa, while Xiaomi and Oppo recorded increases of 20% and 199%, respectively, in markets in Asia / emerging Pacific.
in the first quarter of 2016, Samsung extended its lead over Apple with 23% market share. “The cell of series Galaxy S7 and the renewed portfolio positioned the company as a strong competitor in the smartphone sector and even more in emerging countries where it faced intense competition from local manufacturers,” explains Gupta.
Apple racked up its first double-digit decline in the period, with sales of its phones fell 14%. the “upgrade program” of the company in the uS helped reduce the price of iPhone 6s and increase sales in its largest smartphone market. In emerging markets, Apple is also exploring ways to reform iPhones second hand coming through the program.
Lenovo was not ranked in the top 5 of the largest smartphone vendors and not in the top 10 handset vendors in the first quarter of 2016. “The company suffered another challenging quarter with a 33% decline in worldwide sales of smartphones. The marketing of this model fell 75% in Greater China, where the company faced strong competition from local brands. Lenovo is also working in synergy with the Motorola devices business , managing lower costs and overheads of the two brands, “says Gupta.
For the System operating (OS, English operating System) of smartphones, the Android regained interest in the iOS and Windows, reaching 84%. “As mature markets reach saturation, Google search revenue growth opportunities to expand the reach of its platform for cars, utilities, connected homes, immersive experiences and more,” said Roberta Cozza, Gartner Research Director.
She adds that, despite the advances of Android and its dominant market share, manufacturers that adopt this system still face challenges in profitability. This will have an impact on the landscape of the seller, in which innovative business models will become increasingly the key to success.
For the Return recently announced by Nokia the smartphone market and tablet , Gupta says that will not be an easy mission. According to him, in the current scenario, it takes much more than a well-known brand to sell devices. Make good hardware will not be a problem for Nokia, but you need a compelling reason to remain faithful, says the executive.
“In addition, the fact that smartphone sales are falling makes difficult for handset vendors to reach previous levels of growth. The new company HMD enters the market at a time less prosperous, making it even more difficult for the seller to get success in the short term, “he concludes.
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